Tourism Minister Peeni Henare has announced that the country is leveraging a prominent Chinese digital platform to attract tourists to explore New Zealand, as the visitor market bounces back.
The partnership was launched in Shanghai recently between Tourism New Zealand and the leading social network platform in China, paving the way for the promotion of New Zealand as an appealing travel destination to a substantial Chinese consumer base.
In the face of intense global competition for visitors, this collaboration with China will enable New Zealand to tap into the extensive user base of the digital platform, which boasts 260 million monthly active users. By doing so, New Zealand aims to attract a larger number of tourists, contributing to the country’s economic growth and recovery efforts.
“We want the Chinese consumers to know New Zealand is open for business and this partnership will help showcase our special offerings for travellers to share their experiences with each other,” Henare noted. The government’s investment in regional infrastructure while the borders were closed, means the country is ready to welcome Chinese visitors who were the second largest visitor market pre-COVID-19, the Minister added.
Based on the latest data, the country’s tourism sector is significantly improving and approaching levels comparable to those before the pandemic. Projections indicate that during the upcoming winter season, New Zealand anticipates the arrival of over 600,000 visitors.
Chinese consumers are increasingly relying on trusted social media platforms that offer recommendations and reviews to inform their purchasing choices. The platform that has partnered with New Zealand has emerged as one of the preferred platforms for Chinese travelers to seek travel advice from their peers, experts, and influential figures. It facilitates the exchange of travel experiences and enables users to recommend attractions and share experiences.
Henare said that the collaboration with the platform presents an opportunity to engage with influential travel content creators. It enables Tourism New Zealand to showcase the beauty and diversity of New Zealand to potential visitors in China.
The first international media tour from China visited New Zealand in March, generating over 150 social media posts reaching almost five million people.
According to Henare, “Tourism New Zealand hosts a range of international media in New Zealand to experience all we have to offer for themselves and share it with their readers and viewers. Increasingly, recommendations of this kind are important drivers to influence others to travel.”
In the first quarter of 2023, international visitors contributed $3.2 billion to New Zealand’s economy, showcasing a substantial increase from $1.8 billion in the previous December quarter. With this figure, international tourism emerges as the second-highest export for the quarter, behind dairy exports.
Last month, during a business and Maori delegation to China, Minister Peeni Henare met the Minister of Culture and Tourism, Hu Heping, to reaffirm the 2019 Tourism Cooperation Arrangement between the two nations.
The arrangement was established between the Ministry of Business, Innovation, and Employment of New Zealand and the Ministry of Culture and Tourism of China. It emphasises the ongoing cooperation, which involves sharing knowledge, exploring opportunities for cultural exchange, and generating ideas on how tourism can enhance international linkages with other export sectors.
The countries also covered the re-establishment of regular dialogue between officials and Ministers, where priorities for both tourism sectors were discussed including shared goals on sustainable tourism.
